Many estate planning firms rely heavily on referrals—and, more often than not, those referred clients tend to be “perfect clients” for the firm. From the start, they’re already more inclined to hire you because they’ve been sent to you by their family or friends. They’ve already heard wonderful things about you and your staff, and they know that you’ve already helped people in situations similar to theirs. It should be absolutely no surprise that these are the types of leads that are most likely to convert into real clients and cases for your firm!
A significant amount of the work that you have to put into attracting a great client is already done for you with a referral, even before you schedule a meeting or chat on the phone. Even better, referred clients also tend to be the ones that “pay it forward” and eventually refer others to you, too.
So, don’t underestimate one of the best and easiest sources of leads you can get. Instead, take advantage of these five tips for growing an outstanding referral network.
1. Be an Outstanding Estate Planning Lawyer
The absolute best way to receive referrals is simply by being an excellent law firm. If you do a great job for your clients, they’ll naturally spread the word—and other attorneys who are looking for referral partnerships will take notice, too.
That’s why you should always strive for top-notch customer service. Regularly assess your internal processes, and actively seek feedback from past clients. It’s essential to dig deep and address any issues you find so that you can consistently make a long-lasting, positive impression.
If you go the extra mile to make sure that your clients are happy and treated with care, you’ll be rewarded with a positive buzz that benefits you and attracts even more people to your firm. Bettering yourself this way is always a winning strategy!
2. Reach Out to the People You Already Know and Like
Most estate planning practitioners maintain a contact list that includes warm leads, current clients, past clients, partner businesses, colleagues, and other important contacts. You may not realize it, but that list is a goldmine of people who probably know other people who need your services and want to work with someone just like you.
How do you take advantage of it? Here are some ideas that will help you get started:
- Craft a “refer a friend” email campaign to send out to past clients.
- Mention it in your newsletter.
- Send out a friendly postcard to remind your contacts that you’re looking for referrals.
- Add a request for referrals to the signature line of your emails.
- Incorporate referral requests into your exit interviews and follow-up communications with clients.
You don’t have to go crazy or bombard your contacts with requests. You just need to make sure that you’re regularly sending out simple, friendly reminders that put the “ask” out there.
3. Expand Outside Your Usual Bubble
The most successful law firms are always networking, gathering new contacts, and establishing new partnerships. Trust me, there are opportunities everywhere if you take the time to look!
For example, conferences, workshops, and fundraising events are all excellent occasions to meet new people and form referral partnerships. Local discussion panels and meet-ups can also provide great opportunities. Try connecting with your chamber of commerce and other local business owners. Those face-to-face interactions are priceless, and they give you the chance to discover and build relationships with other attorneys and businesses you enjoy working with.
4. Simplify the Referral Process
Even if people know you’re open to referrals, they may hesitate to send someone your way if they’re unsure how to go about it. So, make it easy for them!
Create a dedicated “referral page” on your law firm’s website that explains the referral process and provides a straightforward way to make the connection. Make sure to link to it prominently on your homepage and main navigation bar. The easier it is for your referral sources to refer someone, the more likely it is that they’ll actually do it and continue to send more referrals your way.
We’ve seen lots of clients achieve great success with this approach, so we can vouch for its effectiveness!
5. Express Gratitude to Your Referral Sources
Finally, the best way to keep those great referrals flowing is by taking care of the people who have already sent you great referrals in the past. Send them a heartfelt thank-you note or a small gift to show your appreciation. Let them know how much you value their referrals and the excellent client they’ve referred to you.
Sometimes, a simple “thank you” can go a long way!
Build a Strategy That Keeps Great Clients in the Pipeline
Referrals to your estate planning law firm can come from all sorts of sources: colleagues, past clients, or even just word of mouth within your community. However, if you’re not actively working on generating great referrals, you might be missing out on some amazing clients and cases.
Need a hand strengthening your referral network? Or maybe you’re looking for powerful marketing strategies and software that can drive more clients and cases to your firm? We’re here for you with proven website designs, digital marketing systems, and hands-on services that drive revenue and save you time.
Book an appointment with the Foster Web Marketing team or call 1.888.886.0939 to learn more.
If you found this article interesting, here are some other educational programs that you might find helpful:
- Generating Business from the Internet: Best Practices for Estate Planning Professionals
- The 6 Ways to Grow Revenue in Any Business
- How to Develop a More Consistent and Steady Stream of Revenue from Your Existing Clients!
- How to Use Online Reviews to Get More Business!
- How to Set Your Fees: For Estate Planning Attorneys with a Living Trust-Centered Practice
- Convert Prospects with Other Attorneys’ Trusts Into Clients!
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